Abstract

Advertising, one of the leading communications media today, requires special techniques for research and documentation without which its effectiveness could be questioned. A brief study is made of advertising documentation in Spain from the theoretical and practical points of view. Then, the models for document management used in the agencies are studied and explained, and a definition of what is understood to be advertising documentation is drawn up. In addition, the documentary elements that should be used in the advertising campaigns and in the proper functioning of the documentation centres are proposed.